Mood Disorders Society of Canada – PPC Google Grant

Client & Problem

Mood Disorders Society of Canada

PPC Google Grant - Case Study

Website: mdsc.ca

Industry: NGO, Non-Profit Organization

Objectives

The Mood Disorders Society of Canada has evolved to become one of the most well-connected non-governmental organizations in Canada in the field of mental health, with a proven history of creating and maintaining significant and sustainable partnerships with the public, private, and non-profit sectors across Canada.

We started working with the Mood Disorders Society of Canada in 2010, initially for a social media strategy. In 2016 we proposed applying for the Google Grants Program, aiming to support MDSC’s overall goal of giving people with mood disorders a strong and cohesive voice at the national level.

The main objectives were to stay compliant with the Google Ad Grants Policy, to increase awareness of the NGO’s mission, to encourage users to donate and sign up as volunteers, and to seek help through the MDSC Forum. The main benefit of the Google Grants Program is to provide financial support to the non-profit sector, aiming to educate and engage the public in social causes across various fields.

Challenges

Google Ad Grants Compliance: unlike standard Google Ads accounts, Google Grants have different parameters that need to be managed, including no keyword quality score under 3/10, a minimum average CTR of 5% across the account (otherwise there is a risk of account deactivation), a daily budget must be set at $329 (which comes as a $10,000 per month grant from Google), and you can’t have keywords with a maximum CPC over $2.00.

Solutions
We created 10 Google Ads campaigns, each with up to 10 ad groups to promote free resources on the site, whether it was educational booklets for different types of mood disorders, infographics, free workshops, annual campaigns under the MDSC brand, donations, and volunteer ads, partnerships, etc.

Results
PPC (pay-per-click) was the main source of traffic that led most users to the site over 5 years.
Comparing 2016-2017 with 2018-2019 in terms of clicks, the account recorded a nearly 50% increase, maintaining an average CPC of $1.13.
We built and organized Google AdGrants campaigns to significantly reduce cost-per-click and cost-per-conversion, spending almost the entire amount available each month.
In 2020, the number of users reached 106,718, with 125,856 sessions. An average of 25.55% annual increase in total website traffic.
Paid search generated more than half of the website traffic: 53.7%
Paid search accounted for the majority of recorded conversions: 63.4%
Overall keyword quality score: 9/10

Advantages

The effectiveness and evolution of the ads improved month by month in line with the set objectives and projections.

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